CHICAGO—Americans love sodium and most of consume considerably more than necessary on a daily basis. Mintel's recent data shows consumers are starting to pay more attention to their intake as more than half (52 percent) are monitoring the amount of sodium in their diets.
Meanwhile, food product introductions containing a low-, no- or reduced-sodium claim have increased by nearly 115 percent from 2005 to 2008, according to Mintel's Global New Products Database (GNPD). Consumer awareness and the continued push from public health organizations and consumer advocacy groups suggest that the low-sodium change is gaining steam.
"The rapidly rising evidence in the past several years points out sodium as a major cause of hypertension, osteoporosis, kidney damage and stomach cancer," stated David Lockwood, director of consumer insights at Mintel. "Because of this scientific knowledge mixed with global health activists, there is a climate forming for rapid change. We are starting to see this information set into motion with a reduction in sodium on packaged goods and restaurant menus."
What are consumers currently doing about sodium? Mintel sees four main types:
• 22 percent restrict the amount of salt they add to food, but don't watch the much greater amount of sodium that is in foods and beverages
• 18 percent said "food and beverages low in sodium are one of the three most important components of a healthy diet"
• 26 percent read labels for sodium and may make some decisions based on this info, but they are not following a regimen to control sodium in their diet
• 34 percent do not pay attention to sodium
It helps that the craving for salt can truly be lowered over time. Mintel's research supports this, as three out of four respondents who say they are on a sodium-restricted diet also say they "do not miss the salt." Being able to cut back is critical, given that 70 percent of more than75 women and 80 percent of more than 75 men are currently on medication for hypertension.
Join Mintel's David Lockwood and Krista Faron, senior analyst, to learn more about "Sodium: The next trans fat?" during a free webinar, Aug. 12, 2009 at 2:00 p.m. CDT.
